Monthly viewing of Google-owned service among 55-64s grows by 14% in UK and 25% in US over five years
YouTube viewing is being increasingly fueled by those aged 55-64, according to research unveiled today.
The demographic was found to have delivered the highest growth in YouTube’s monthly viewing between Q1 2020 and Q3 2025, up by 25% in the US and 14% in the UK.
TikTok was also found to have experienced increased uptake among older viewers, with its monthly active users (MAU) growing by 6% in the US and 16% in the UK between Q3 2024 and Q3 2025.
The findings from research firm Ampere Analysis also highlighted that MAU’s of YouTube grew by 12% between Q1 2020 and Q3 2025 in the US, and by 34% in the UK.
MAU’s of TikTok are at an all-time high of 30% across internet users in the same markets.
The research also highlighted that 70% of all internet users in the UK and the US watch influencer videos at least once a week, with total viewing up 18% since Q1 2020.
The proportion of 55-to-64-year-olds watching influencer videos at least weekly rose from 44% in Q1 2020 to 54% in Q3 2025 in the US, and from 30% to 38% in the UK.
Part of the rise in the 55-64 demo uptake could be attributed to the increased use of Smart TVs, with ownership in the UK and the US jumping from 59% in Q1 2020 to 79% in Q3 2025. Almost a third (29%) use the TV on a monthly basis to watch YouTube.
Annabel Yeomans, senior research manager at Ampere Analysis, said: “The biggest surprise in our latest data wasn’t how popular influencer videos have become — it is how rapidly this trend has extended to older audiences.
“As viewing habits diversify and platforms like YouTube and TikTok become part of living-room viewing, the lines between social and traditional platforms are blurring.
“As a result, new opportunities for collaboration across different platform types are emerging. Streaming services are increasingly partnering with influencers, an approach that first attracted younger viewers and is now gaining traction among older audiences.”
Broadcaster and streamers have sought to tap into the surging interest in influencers, with the BBC ordering shows such as The Agency: Unfiltered, which explores the work of a Scottish influencer agency.
Elsewhere, Prime Video has ordered Molly Mae: Behind It All, Disney+ has commissioned The D’Amelio Show, and Netflix struck a major content deal with Miss Rachel.
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